relation: https://eprints.untirta.ac.id/47087/
title: PENGARUH BRAND IMAGE TERHADAP   PURCHASE DECISION DENGAN WORD OF MOUTH   SEBAGAI MEDIASI DAN PRODUCT QUALITY   SEBAGAI MODERASI   (Studi Kasus Pembelian Air Mineral Dalam Kemasan Merek Ades di Kota   Cilegon)
creator: Muhammad Akmal, Fakhri
subject: HB Economic Theory
description: This study aims to determine the effect of brand image (X) on purchase   decision (Y) with word of mouth (Z) as an intervening variable and product quality   (Z2) as a moderating variable. This study uses a quantitative research method.   Data collection is based on library research and questionnaires. The population in   this study were all individuals domiciled in Cilegon City over the age of 17 who   had purchased Ades at least once. The sample of this study was 126 respondents   with convenience sampling. The data analysis method in this study was descriptive   statistical analysis and Structural Equation Modeling (SEM) analysis with the   SmartPLS 4.0 Professional analysis tool. The results of this study indicate: (1)   Brand Image has an influence and is significant on Purchase Decision. (2) Brand   Image has an influence and is significant on Word of Mouth. (3) Word of Mouth   has no influence and is not significant on Purchase Decision. (4) Word of Mouth   does not mediate the relationship between Brand Image and Purchase Decision.   (5) Product Quality has an influence and is significant on Purchase Decision. (6)   Product Quality does not moderate the relationship between Brand Image and   Purchase Decision.
date: 2025
type: Thesis
type: NonPeerReviewed
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language: en
identifier: https://eprints.untirta.ac.id/47087/1/Fakhri%20Muhammad%20Akmal_5551200131_Fulltext.pdf
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identifier: https://eprints.untirta.ac.id/47087/3/Fakhri%20Muhammad%20Akmal_5551200131_02.pdf
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identifier: https://eprints.untirta.ac.id/47087/4/Fakhri%20Muhammad%20Akmal%205551200131_03.pdf
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identifier: https://eprints.untirta.ac.id/47087/5/Fakhri%20Muhammad%20Akmal_5551200131_04.pdf
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identifier: https://eprints.untirta.ac.id/47087/6/Fakhri%20Muhammad%20Akmal_5551200131_05.pdf
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identifier: https://eprints.untirta.ac.id/47087/7/Fakhri%20Muhammad%20Akmal_5551200131_Reff.pdf
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identifier: https://eprints.untirta.ac.id/47087/8/Fakhri%20Muhammad%20Akmal_5551200131_Lamp.pdf
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identifier: https://eprints.untirta.ac.id/47087/17/Fakhri%20Muhammad%20Akmal_5551200131_01.pdf
identifier:   Muhammad Akmal, Fakhri  (2025) PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DENGAN WORD OF MOUTH SEBAGAI MEDIASI DAN PRODUCT QUALITY SEBAGAI MODERASI (Studi Kasus Pembelian Air Mineral Dalam Kemasan Merek Ades di Kota Cilegon).  S1 thesis, Universitas Sultan Ageng Tirtayasa.